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Clorox Co., planning to revive Glad bags and other brands newly acquired from First Brands Corp., has divided ad assignments on about $30 million in spending between its two San Francisco agencies.

Clorox assigned the Glad product line, as well as STP automotive products, to DDB Needham Worldwide. Currently, DDB Needham handles another automotive brand marketed by Clorox-Armor All-as well as bleaches and home cleaning products.

Y&R, which also handles Clorox's insecticides, charcoal products and salad dressings and sauces, will pick up the HearthLogg brand of fire logs and starters.

McCann-Erickson Worldwide, New York, was the previous agency for First Brands, having acquired the account following a pitch in June 1998. First Brands spent $18 million on Glad for the first nine months of 1998, with $8 million of that going to Gladware food storage containers, according to Competitive Media Reporting.

PLANNING TO DIAMOND

Media planning goes to Diamond Communications, San Francisco, a joint venture of Clorox and its two agencies.

Media buying will go to Media Edge, New York, a sibling of Y&R under parent Young & Rubicam. And Hispanic advertising for all the brands will go to Young & Rubicam's Bravo Group, also in San Francisco.

Currently, DDB Needham and Y&R have about $75 million to $80 million each in Clorox billings. The biggest bulk of the new assignments, particularly the spending for Glad, will go to DDB Needham.

Historically, Clorox has bought undermarketed brands and revived them using its marketing strength, noted Carol Warner Wilke, an analyst with Prudential Securities.

FOOD STORAGE

The marketing opportunities will be particularly large in the food storage category, which in the past two years has seen a flurry of new-product activity.

New products in the once-sleepy market include those with a plastic zipper closure, such as Hefty One from Tenneco and Ziploc Slide-Loc bags from S.C. Johnson & Son. The two have captured a growing segment of what was once Glad's stronghold.

The STP automotive line, which got only $500,000 in ad support for the first nine months of '98, will give Clorox a chance to develop marketing tie-ins with its Armor All line, which has grown in both sales and distribution since Clorox